Whirlpool 'Every day, care' by DigitasLBi

BENTON HARBOR, MICH. — Whirlpool has stepped away from product features with a new campaign that focuses on the role appliances play in family life.

"Every day, care" is Whirlpool's biggest-ever brand campaign. According to Whirlpool Corp., "Whirlpool brand’s approach is uniquely inspired by families who have been caring for each other generation after generation, capturing raw moments, not just aspirational perfection."

As part of the launch, Whirlpool will strike up conversations about chores and family togetherness with a national survey, academic white paper findings and multiplatform digital content.